I won’t call Roku one of those companies that sneakily collect your data. But they did just launch platform that targets Internet TV, Web and mobile ads based on Roku’s ability to identify their users. You consented to that, right?
Media buying agency Horizon Media is partnering with TransUnion to identify consumers across channels for ad targeting and analysis. It’s one more example of preparing to execute “people-based” marketing programs after third party cookies are just a delicious memory.
Finally, UK ad trade group ISBA and PwC have conclusively proven that adtech is a hot mess. After two years of work, PwC media experts and data scientists could only map 12% of 267 programmatic million impressions from advertisers to publishers and couldn’t account for 15% of total spend. They did find that publishers receive just half the money paid by advertisers. Brilliantly illustrating the obvious, they conclude “this supply chain complexity seems unlikely to be consistently in the best interests of market participants.”
Amazon advertisers can now measure results outside of Amazon stores using a new service from Stackline and Gigi. Gigi will enable unified audience buying for Amazon Marketing Cloud and Amazon DSP, which run ads in Amazon’s online stores and streaming TV channels such as Prime Video. Stackline’s panel-based multi-retailer attribution will track customer behavior across Amazon, Walmart, Target, and other major online or in-store retailers.